How PR empowers Canadian tech companies to break into the U.S. market

By Cara Sloman, CEO, Force4 Technology Communications ?

It’s not hard to guess why Canadian business owners are looking to enter the U.S. market. It’s the wealthiest market on Earth, with 24% of the global economy. And with a population of almost 331 million people, there’s a lot of opportunity and a large talent pool.?

The U.S. market offers numerous benefits for businesses trying to expand. These benefits, including close proximity to home and a recognizable culture, are not assurances of success, though. Additionally, there are over 70,000 startups in the United States, which means that the clamor for attention is loud. For your Canadian company to be successful in the U.S., you'll need a sound strategy and country-specific know-how.?

An overview of the Canadian market?

Canada, despite its much lower population that the U.S., is impressive when it comes to startups. In fact, it’s one of the world's biggest centers for tech companies. According to Startup Ranking, it has 3,555 startups and is rated fourth worldwide. Canada has made a name for itself as an industry leader, and all indications are that it will continue to do so for some time to come. Given that Canada’s government has several national programs aimed specifically at assisting startups and other innovative small companies, some people believe that a large portion of the country’s success can be attributed to those efforts.?

The development of entrepreneurial communities and their connections to the top commercial and academic institutions are priorities for Canada’s public and private sectors. The startup ecosystems in Montreal, Calgary, Vancouver and Toronto are expanding. Due to these cities’ closeness to important business markets in the United States, diverse local populations, and esteemed educational institutions, their reputations are growing.?

In fact, there are hundreds of startup businesses and global corporations based in the greater Toronto area. Additionally, businesses welcome a sizable number of technical and nontechnical recruits each year from the Universities of Toronto and Waterloo.?

The U.S. and Canadian markets are very competitive because they are two of the most technologically advanced marketplaces. Customers have many options, which can make it challenging to stand out from the crowd and cut through the brand noise.?

What it takes to move into the U.S. market?

The search for talent and for partners in marketing, PR and go-to-market logistics presents several difficulties for Canadian businesses. When they forgo strategic planning and conduct U.S. expansion haphazardly, business owners can expect to encounter problems.?

When building a team, it’s crucial to keep in mind that each state in the U.S. has its own set of labor laws. To maximize growth, Canadian businesses should determine which areas of the U.S. are best for their operations and look at where the majority of their customers are. Additionally, the U.S.’s high productivity has a high cost; Canadian businesses will have to offer competitive wages to recruit American workers.?

Canadian tech companies face four key obstacles when attempting to enter the US market:?

1. Due to the size of the U.S. market, there is greater competition for everything from customers and partners to VC funding, engineering talent, media attention and analyst favor.?
2. As noted above, although the scale of the U.S. market makes it appealing, it also makes entry more difficult.?
3. Due to the increased competition, it takes more effort, time and money to stand out.?
4. The exchange rate between the U.S. and Canadian currencies has the potential to make these opportunity costs much higher.?

These difficulties present fantastic opportunity. To establish partnerships in a market where they are newcomers and where there is more competition, Canadian businesses need assistance from U.S.-based organizations. A strategic communications program can contribute to the industry dialogue on business challenges and the newest technical advancements by highlighting the unique traits and worth of Canadian enterprises.?

Lay a strong foundation?

It’s essential that Canadian tech companies use a different approach when entering the U.S. than they do with their home country. A B2B PR partner in the U.S. can facilitate connections with the markets, market influencers and investors required to get the attention you need to succeed. Making campaigns that connect with the American market and have a meaningful impact requires a U.S.-based PR team with the necessary connections and expertise.?

In the United States, success is greatly rewarded. Just make sure to lay the proper foundation before starting your foray into this vast, new market. Please don't hesitate to get in touch if you have any questions or to begin that crucial conversation.?